This was actually a very challenging
topic to research. Social semiotics is not just a field unto itself, but also
an analytical framework that is applied to a wide range of things. It’s also an
intersectional discipline, associated with linguistics, cryptology and
anthropology just to name a few. I would be lying if I said I understand more
than some very limited applications. Credit is extended to Michael Halliday (Bezemer
Et al, 2009) for proposing a multidimensional classification system for symbols
based on what they reflect from the physical world, interpersonal relations and
contextual meaning based on its relationship with other symbols. To
oversimplify symbols, have literal, figurative and historical subjective meaning
to the observers. However, the general branch of semiotics seems to predate
Halliday. Instead, Halliday was focused on its linguistic applications.
Many of these relationships are
cultural. For example, with the placement of images in a text generally
corresponds with the order in which it is to be read. Images that emphasize
narrative themes often go above the text. Photos on the left side of the page
indicate they are meant to be interpreted first, while those on the right are
interpreted last. This is in part because western literary convention is to
read left to right. In Japan, this convention is reversed. Images at the bottom
either represent a narrative emphasis or a conclusion for both cultures. These
are all functions of the third classification, contextual meaning or more
specifically, contextual metafunction. Pictures could also capture ideas that
are more symbolic, such as protestors demonstrating, or civil rights leaders
being attacked. Each of these images also has directly physical tie ins to the
world as well as illustrate interpersonal relationships or even class. That
said, there are few symbols that are as effective at representing all of the
dimensions of Hallidays classification system as memes.
For most of us this template speaks for itself. The arrangement of the images tells us the order of events without any words as context. We understand that the image reflects a physical depiction of a human brain and that the text box represents an inner dialogue in the character on the right. When the text is added in, both the image and the text mutually reinforce each other providing yet another contextual relationship. However, memes are also a dynamic product of cultural and historical development. They, like many symbols before them fall into use or disuse. In some cases, it is because they lose cultural relevance, in others it is a question of fashion. I may be dating myself here, but does anyone remember Philosoraptor?
I have a good reason for bringing this up I promise. Firstly, if you’ve never
seen Philosoraptor before then you may have trouble identifying what this image
is supposed to signify. Unlike the previous image this one requires additional
context to have narrative meaning. Obviously the facial expression and
mannerisms of the dinosaur looks evokes a sense of confusion, but if you aren’t
familiar with the concept you need additional symbols to form a cohesive idea
of what it means.
This illustrates that the more disconeccted a sign is from it's cultural and historical roots, the less useful it becomes as a symbol. The fact that Philsoraptor has fallen out of the public meme lexicon is neither good or bad. It simply illustrates that Halliday's classification system has to deal with the fluid evolution of communication.
Bezemer, Jeff & Jewitt, Carey. (2009). Social Semiotics. 10.1075/hop.13.soc5.
